How to Improve Your Telephone Skills
Hello, Your Paycheck is Calling
Your Phone Skills Can Market Your Unique Brand
by Anne M. Obarski
I have to admit I really don't like the telephone. Maybe it is
because it is an interruption in an already "overscheduled" world. Even
if it is someone I really want to talk to, it sometimes feels like a
chore "to be nice"! With the amount of spam phone calls I still seem to
receive, even after being on the "Do not call list", I must admit I make
assumptions when I pick up the phone. If there is a nano-second of a
pause when I pick up the phone, I immediately assume I am on someone's
computer list just waiting to pounce if they here a real person on the
other end of the phone.
However, when I am initiating the call I really "want" another human on
the other end of the line. I don't want to be put in "voice mail jail"
and being warned that the phone calls are taken in the order they are
received and if I hang up and call back I may be waiting until doomsday
to get to someone. I must admit I have "stayed on the line if you have a
rotary phone for the next available agent"; not really remembering when
I last SAW a rotary phone. Want to have a real laugh? Ask a teenager
what a rotary phone is. It will either make you laugh or maybe cry at
their response!
No matter which type of phone caller or business owner you happen to
be, this communication tool, no matter how big or small is here to stay.
It is important to know how to use it efficiently and effectively. With
so much cell phone usage, right or wrong, that adds another dimension to
the mix.
Regardless how fancy your Bluetooth, or cell phone or rotary phone
with, heaven help us, a cord, is, it is important to address and put
into practice, correct phone techniques.
I challenge businesses to think that every time their phone rings, it
is their paycheck calling. I also challenge businesses to look at their
phone with as much respect and interest as they look at their
merchandise, their marketing, and their employees; it is a reflection of
their "brand". Dr. Janelle Barlow, in her book, "Branded Customer
Service" says, "Reinforcing a brand through every customer touch point,
therefore, can provide the repetition necessary to inspire repeat
purchasing decisions".
She also spends a great deal of time discussing being "on brand" or
"off brand". In other words, you may say in your advertising literature
and in store signing that the customer is number one, but if your
customer can never get someone to answer the phone when they call, then
your standards for answering the phone are "off brand".
When you think about your phone calls that way, you are more apt to
answer the phone with a little more expectation in your voice rather
than disgust. If you train your employees to do the same, you will start
looking at your phone as a sales building tool. There are interesting
statistics that show people develop a perception about you within the
first 30 seconds of a phone conversation and their final opinion of you
in the last 30 seconds. Let's look at some phone tips that will boost
that final opinion to one of an on-going, on brand, positive
relationship!
1. Breathe! Before you pick up the phone, take a deep breath.
Most of us are what they call "shallow breathers". We take small
breathes in and out and therefore, sound tired when we answer the phone.
The goal is to sound like you like your job and you are glad they
called.
Practice taking a very big breath and answering the phone at the top
of that breathe. You will continue speaking on the exhale of that breath
and the caller will hear energy in your voice! You can also practice it
when you are making a call and start your breath as the phone is ringing
on the other end. You'll be surprised how you feel when you use this
technique. You may try it the next time your mother-in-law calls!
2. Identify yourself. Give your full name and function and or
the name of your company. Since they have taken the time to call you,
you may answer the phone this way; "Thank you for calling Merchandise
Concepts, this is Anne Obarski, how can I make it a great day for you?"
Hokey, maybe; memorable, maybe; friendly, you bet. Since I have an
unusual last name, this helps me say it first so that the caller doesn't
have to fumble with the pronunciation. One tip that I seem to always
repeat, is that of slowing down when you answer the phone or when you
call to leave a message. How many times have you had to re-play your
answering machine to understand what the person was saying or the phone
number that rattled off too fast?
3. Be Sincere. If we are honest with ourselves, we are all
"problem solvers" in some way. People call us on the phone to have a
problem answered. Whether it is to get driving directions, or hours of
operation or questions about our merchandise, they have a question and
want it answered quickly, intelligently and politely.
It is important to put the customer's needs ahead of ours. Have you
ever been in a store and you were just about ready to put your things
down on the counter to pay for them and the employee says, "You'll have
to go to another register, I am going on break now". A customer will
remember how attentive you were to their needs when they are asked to
make a referral!
4. Listen attentively. Put everything down when you answer the
phone! Easier said than done, isn't? How many times have you been in
your office answering email, talking on the phone, listening to your
ipod and sipping on a Starbucks? Me too. Shame on us. Customers don't
like to be ignored and by multitasking, we are not focused on the
customer's wants and needs.
Visualize the person, even if you don't know them so that you remind
yourself you are engaged in a two-way conversation. If you still have
trouble listening, start taking notes on what they are saying. Use a
headset if possible, to keep your hands free. By taking notes you can
verify with them as well as yourself, the important points of the
conversation and the action items that needed attention.
5. Outcome. If the phone call has been successful, the first
30 seconds established a positive perception about you through voice,
and tone and focus. The last 30 seconds will be when the caller
finalizes their opinion about you. You can make that a positive
experience by thanking them for calling, reviewing the problem you were
able to solve and then most importantly, thanking them for their
continued business.
I find myself on airplanes frequently with my speaking schedule.
Recently I have noticed that no matter what airlines I am flying that
the pilot has "air time" with the passengers on each flight. The words
are all about the same. They share the weather in the city we are headed
to, the time we should be arriving, the details about the lavatories and
not to congregate in the aisles, as well as the great flight attendants,
and then they always say something like this, "We know you have a choice
when you travel and we are happy that you have chosen to fly with us,
and we appreciate that. We ask that if your future travel plans involve
flying that you will think of us first. So sit back, relax and enjoy the
on- time flight to wherever".
The pilot set up the outcome in the passenger's minds by stating it
up front. He started by building a trusting relationship with the
passengers that he couldn't see, by coming across as very approachable.
Then he told us the important things we should know about the flight and
who would help us if we had a problem and then in conclusion, he asked
for our repeat business. Trust for me is built on the sound and the
sincerity of the pilot's voice.
That isn't that much different than when your employees talk to your
customers. To build a strong business, you need to have repeat and
referral business. What easier way than to ask for their continued
business at the end of each and every phone call.
The way you speak over the telephone conveys 85 percent of your
message, so by focusing on the previous 5 tips you and your employees
can make it a smooth flight in your business each and every time your
phone rings.
Anne M. Obarski is a professional speaker and trainer.
For more information, visit her web site at
http://www.merchandiseconcepts.com/speaking.html or email Anne at
anne@merchandiseconcepts.com.
She can also be reached via telephone 724-941-4149 or fax 724-941-4304.
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